Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Small firms are at a disadvantage in negotiations with larger firms and need to have something on their side of the table to give them power in the process. Primary marketing research can provide proprietary information for the smaller firm that may be used to support a forecasting model to be used in evaluating offers during negotiations. This paper describes such a negotiation supported by a proprietary forecasting simulator that created an advantage for the smaller firm over the larger firm. As a result, the smaller firm had a go-it-alone baseline revenue forecast to determine the incremental value of a specific co-promotion or royalty arrangement, was able to adjust negotiation positions quickly ensuring that full value was obtained for the smaller firm in the sale.

About the Authors

Michael Latta Associate Dean and Professor of Marketing, Coastal Carolina University PhD in Industrial and Organizational Psychology Iowa State University MS in Industrial and Organizational Psychology Iowa State University BS in Psychology Illinois State University

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Digital Commons@Georgia Southern License

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